Trade shows are an invaluable source of information on your market and competitors. However, most organisations are unfamiliar with the techniques that can be used to gather this information for competitive advantage.

This one-day workshop will show you how. We’ll walk you through the entire trade show intelligence process, from identifying your information needs to communicating your key findings. You will be shown how to gather information on rival products and services, as well as on customer and industry trends. We will also provide practical recommendations on the tools you can use to support your efforts, and how to protect your booth from your competitors.

What You Will Learn

Course Introduction – Introduction to trade show intelligence
– Legal and ethical considerations
Pre-Show Preparation – Identifying your key intelligence requirements
– Developing a trade show collection plan
– Pre-show intelligence gathering
– Assembling and briefing the collection teams
– Tactical preparations
At the Show – Establishing and operating the “war room”
– Executing your collection plan
– Primary and secondary data collection
– Interview and elicitation techniques
– Staffing your booth
– Information security and counterintelligence
Post-Show Analysis – Debriefing your collection teams
– Analysing and evaluating primary and secondary data
– Preparing and delivering your trade show report

Instructor: Chris Pallaris

Language of Instruction: English

Who Should Attend: Senior and middle managers, marketing and sales executives, R&D staff, etc.

Course Requirements: Participants are encouraged to set up a Gmail account if they don’t have one.

Contact: To register for this course or for further information, please contact